System and method for determining an interest in promotional content displayed at a mobile communication device

ABSTRACT

Determining interest in promotional content to be displayed at a mobile communication device is described. The promotional content, including a first portion that is visible and a second portion that is hidden in a first state, may be received. The first and second portions are each selectable only when visible. A promotional display that includes the promotional content in the first state is generated. Upon receipt of a first input from the user in relation to the first portion, the promotional content may be transitioned from the first state to a second state such the first portion becomes hidden and the second portion becomes visible. Upon failing to receive a second input from the user in relation to the second portion, the promotional content may be transitioned from the second state to the first state. Upon receipt of the second input, an interest in the promotional content may be indicated.

CROSS-REFERENCE TO RELATED APPLICATIONS

This Application claims priority to U.S. Provisional Patent ApplicationSer. No. 61/334,503, filed May 13, 2010, which is hereby incorporated byreference herein in its entirety.

FIELD OF THE INVENTION

The disclosure relates to communicating promotional content to mobilecommunication devices and more particularly to determining an interestin promotional content displayed at a mobile communication device.

BACKGROUND OF THE INVENTION

Being portable, generally compact, and oftentimes includingtouch-sensitive input mechanisms (such as touch screens), mobilecommunication devices may be prone to inadvertent user inputs such asclicks in relation to a user interface being displayed at the mobilecommunication device.

This may be problematic because accidentally clicking on a displayobject such as a link, image, or other object may cause false positiveindications of interest in promotional content displayed at the mobilecommunication device. Marketers that generate the promotional content(such as businesses wishing to promote goods and/or services) as well asproviders of the promotional content (such as entities havingadvertising networks and other outlets for placing advertisements onbehalf of marketers) often wish to track interest in the promotionalcontent for advertising purchase/sales accounting. Furthermore,providers of the promotional content wish to analyze interest in thepromotional content in order to assess whether appropriate audiences arebeing targeted for particular products and/or services. However,receiving false indications of interest in promotional content throughinadvertent inputs by operators of mobile communication devices may skewsuch analyses.

Another problem resulting from inadvertent user inputs of promotionalcontent includes causing the mobile communication device to interruptone process in favor of another process. For instance, while navigatinga website using a mobile device having a touch screen, an operator ofthe mobile device may accidentally select a link from promotionalcontent such as an advertisement placed within the website. Theinadvertent click may cause the browser of the mobile device to open amarketing website associated with the link from the advertisement. Thus,the browser process (displaying the website originally navigated) isinterrupted in favor of the advertisement. This may cause frustration tothe operator of the mobile device.

Thus, inadvertent inputs in relation to promotional content displayed ata mobile communication device may interrupt processes occurring at themobile device as well as create false positive indications of interestin the promotional content. What is needed are improved systems andmethods for determining an interest in promotional content displayed atmobile communication devices. These and other problems exist.

SUMMARY OF THE INVENTION

Various systems, computer program products, and methods for providingdetermining an interest in promotional content displayed at a mobilecommunication device are described herein.

According to various implementations of the invention, promotionalcontent such as advertisements, coupons, or other marketing materialsmay be designed by a seller of goods and/or services. The seller may,for example, provide first and second portions of promotional content. Aprocessing system may determine different portions to be displayedaccording to different states of the promotional content. In someimplementations, the processing system may generate promotional contentthat includes display content in the first state, display content in thesecond state, and an input (such as a landing page link) associated withthe second state that when selected causes an action to be performed inrelation to the promotional content. In some implementations, thepromotional content may be stored in one or more content servers.

In some implementations, the processing system may receive a requestsuch as search terms of a web search engine from the mobilecommunication device. In response to the request, the processing systemmay identify and/or generate promotional content to be displayed at themobile communication device. In other words, the processing system maytarget different mobile communication devices with different promotionalcontent.

In some implementations, the mobile communication device may receive thepromotional content and display the promotional content within apromotional display. In some implementations, the promotional content isdisplayed to the user in a first state where a first portion ofpromotional content is visible and a second portion of promotionalcontent is hidden. The first portion and the second portion isselectable only when visible. Thus, when the promotional content isdisplayed in the first state, only the first portion is selectable whilethe second portion is not selectable. Likewise, when the promotionalcontent is displayed in the second state, only the second portion isselectable while the first portion is not selectable.

In some implementations, upon receipt of a first input in relation tothe first portion of promotional content in the first state, thepromotional content transitions to a second state where the firstportion becomes hidden and the second portion becomes visible. Thus,when the promotional content is displayed in the second state, only thesecond portion is selectable while the first portion is not selectable.

In some implementations, upon receipt of a second input in relation tothe second portion (such as when the user clicks promotional content inthe second state), an interest in the promotional content may beindicated. In some implementations, the mobile communication device maydisplay other content such as a website related to the promotionalcontent. In some implementations, the mobile communication device mayindicate the interest to the processing server after receipt of thesecond user input. In other words, by actually selecting the promotionalcontent twice, the user is indicating an actual interest in thepromotional content and indications of interest resulting frominadvertent selections (such as single selections) can be avoided.

In some implementations, when the second input is not received, thepromotional content may transition from the second state to the firststate. In some implementations, the transition from the second state tothe first state occurs without user intervention (such as a timeoutbeing exceeded). In some implementations, the second state may include a“close” button or other input member that causes the promotional contentto transition to the first state. In some implementations, a user inputnot related to the promotional content may be received that causes thetransition from the second state to the first state.

In some implementations, the promotional content may occupy a fixed areawithin the display whether the promotional content is in the first stateor the second state. In other words, the first state of promotionalcontent may occupy substantially the same space within the display asthe second state of promotional content. In this manner, extra screenspace may not be needed to display either the first portion ofpromotional content or the second portion of promotional content.

In some implementations, the first portion may include scent ofinformation that indicates a progression that will occur when the firstinput in relation to the promotional content is received. In otherwords, the first portion may indicate or otherwise suggest content thatwill be displayed after the user selects the first portion.

According to various implementations of the invention, because interestmay be indicated after the second input and not after the first input,false positive indications of interest in the promotional content causedby inadvertent inputs by the user may be reduced. Furthermore, becausethe transitions from one state to another state may occur withoutlaunching or otherwise causing another application or process to bealtered (apart from the transition of the promotional content itself),interrupted processes at the mobile communication device caused byinadvertent inputs related to the promotional content may be reduced.For example, the generated promotional content may include transitioninstructions that cause transition from one state to another state. Thetransition instructions may include, but is not limited to, scriptinglanguages such as JAVASCRIPT, native instructions such as HTML5, orother instructions that do not require interrupting a process orapplication executing at the mobile communication device.

In some implementations, a slider ad that slides to reveal differentportions of the promotional content may be generated. For example, theslider ad may display the first portion while hiding the second portion.When the first user input is received in relation to the first portion,the promotional content may transition to the second state in a slidingaction so that the first portion becomes hidden as the second portionbecomes visible. In the second state, a call-to-action or otherselection input mechanism may be displayed that when selected indicatesan interest in the promotional content, thereby capturing user interestin the promotional content after the second user input but not after thefirst user input.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram illustrating a system for determining aninterest in promotional content displayed at a mobile communicationdevice, according to various implementations of the invention.

FIG. 2 is a data flow diagram illustrating process relationships in asystem for determining an interest in promotional content displayed at amobile communication device, according to various implementations of theinvention.

FIG. 3 is a block diagram illustrating promotional content beingdisplayed at a mobile communication device, according to variousimplementations of the invention.

FIG. 4 is a state transition diagram illustrating different states ofpromotional content, according to various implementations of theinvention.

FIGS. 5A, 5B, 5C, and 5D are block diagrams illustrating a transitionfrom one state of promotional content to another state of promotionalcontent, according to various implementations of the invention.

FIG. 6A is a block diagram illustrating promotional content in a firststate, according to various implementations of the invention.

FIG. 6B is a block diagram illustrating promotional content in a secondstate, according to various implementations of the invention.

FIG. 7 is a process diagram illustrating a process for determining aninterest in promotional content displayed at a mobile communicationdevice, according to various implementations of the invention.

FIG. 8 is a process diagram illustrating a process for reducing falsepositive interest in promotional content displayed at a mobilecommunication device, according to various implementations of theinvention.

DETAILED DESCRIPTION OF THE INVENTION

FIG. 1 is a block diagram illustrating a system 100 for determining aninterest in promotional content 112 displayed at a mobile communicationdevice 130, according to various implementations of the invention.Promotional content 112 may include, for example, an advertisement, acoupon, and/or other marketing content. Promotional content 112 mayinclude various types of formats such as text, image, video, audio,other formats suitable to convey promotional content 112, and/or anycombination of formats. In some implementations, promotional content 112may be configured to exist in different states. For example, a firststate of promotional content 112 may display information that describesthe subject matter of an advertisement. User input (whether intentionalor not) related to promotional content 112 displayed to the user in thefirst state causes promotional content 112 to be transitioned to asecond state. The second state of promotional content 112 may includeinputs such as a call-to-action that when selected causes furtheractions such as a website of the advertiser to be displayed. In thismanner, apart from transitioning from the first state to the secondstate, accidental selection of promotional content 112 when displayed inthe first state may not interrupt or otherwise cause further actions atmobile communication device 130.

In some implementations, whether in the first state or the second state,promotional content 112 may be displayed within a predefined area ofspace. In other words, the first state of promotional content 112 mayoccupy the same amount of space as the second state of promotionalcontent 112. In some implementations, the transition from the firststate to the second state occurs in sliding fashion such thatpromotional content 112 in the first state becomes hidden as promotionalcontent 112 in the second state becomes visible in a sliding manner.

In some implementations, depending on the state of promotional content112, an interest in promotional content 112 may be determined. Forexample, a first input from the user in relation to promotional content112 in the first state may cause promotional content 112 to transitionfrom the first state to the second state but not indicate user interestin promotional content 112. Based on a second input from the user inrelation to promotional content 112 in the second state, user interestin promotional content 112 may be ascertained. “Input from the user”(including the “first input form the user,” “second input from the user”and “user input”) in relation to promotional content 112 includes anindication that the user has selected promotional content 112 byclicking with a finger, a stylus, or other object; shaking or tappingmobile communication device 130; uttering a verbal command; and/ortaking any other action in relation to mobile communication device 130to indicate a selection. Unless otherwise indicated, “input from theuser,” “clicking,” “shaking,” “tapping,” “uttering,” and taking otheraction in relation to mobile communication device 130 and/or promotionalcontent 112 are used interchangeably herein throughout. The foregoingexample inputs from the user may be intentional or inadvertent/otherwiseunintentional. Thus, in some implementations, promotional content 112may be designed so that a user input related to the first state does notdefinitively indicate interest in promotional content 112 while a seconduser input related to the second state does definitively indicateinterest in promotional content 112. In this manner, unintentional orinadvertent inputs related to promotional content 112 that indicateinterest in promotional content 112 may be reduced.

Mobile communication device 130 may include a mobile device such as acellular telephone, a personal digital assistant, a tablet computingdevice, and/or other mobile communication device on which promotionalcontent 112 can be displayed. However, as would be appreciated, insteadof or in addition to mobile communication device 130, various functionsdescribed herein may be applied to other devices such as a desktopcomputer or other computing devices that are not necessarily portable.

According to various implementations of the invention, system 100 mayinclude a content design interface 110, a processing system 120, acontent server 126, mobile communication device 130 (illustrated in FIG.1 as mobile communication devices 130A, 130B, 130N), and/or othercomponents. In some implementations, content design interface 110,processing system 120, content server 126, and mobile communicationdevice 130 may be coupled to one another via network 108. Network 108may include a Local Area Network, a Wide Area Network, a cellularcommunications network, a Public Switched Telephone Network, and/orother network or combination of networks.

In some implementations, processing system 120 may generate and/or becoupled to content design interface 110. In some implementations,content design interface 110 executes on a client computing device (notillustrated in FIG. 1). For example, content design interface 110 mayinclude a website displayed on a web browser executing at the clientcomputing device, a user interface application executing on the clientcomputing device, and/or other interface configured to receive inputfrom a user.

In some implementations, content design interface 110 enables a promotersuch as an advertiser or other entity wishing to promote products and/orservices to input or otherwise design promotional content 112 fordisplay at mobile communication device 130. For example, content designinterface 110 may include input elements that enable the promoter toinput promotional content 112 in order to design advertisementsdisplayed on mobile devices. The input elements may be text input areas,file upload interfaces, checkboxes, and/or other input elements.

In some implementations, content design interface 110 includes one ormore first input elements configured to receive the first portion ofpromotional content 112, one or more second input elements configured toreceive the second portion of promotional content 112, other inputelements configured to receive other portions of promotional content112, and/or other input elements. For example, content design interface110 may provide input elements specifically for different portions ofpromotional content 112, thereby allowing the promoter to indicate whichportions of promotional content 112 are to be displayed during differentstates.

In some implementations, the input elements of content design interface110 may be used to specify metadata associated with promotional content112. In these implementations, the metadata may indicate a state ofpromotional content 112. For example, the promoter may explicitlyindicate a first portion of promotional content 112 to be displayedwhile in the first state and a second portion of promotional content 112to be displayed while in the second state. Other portions or combinationof portions and states may be indicated as would be appreciated. In thismanner, through content design interface 110, the promoter mayexplicitly indicate what is displayed when promotional content 112 is indifferent states.

According to various implementations of the invention, processing system120 may receive the first portion of promotional content 112 and thesecond portion of promotional content 112 from content design interface110. In some implementations, processing system 120 may generatepromotional content 112 based on the first portion and the secondportion. In some implementations, processing system 120 may determinedifferent states of promotional content 112. In other words, processingsystem 120 may determine which portions of promotional content 112 is tobe displayed during different states of promotional content 112. In someimplementations, processing system 120 may generate promotional content112 that includes display content for the first state and displaycontent for the second state. The “display content” includes contentsuch as, but not limited to, the first portion, the second portion,format and/or operational instructions for displaying the first portionand the second portion. The display content may cause promotionalcontent 112 to be displayed according to different states via apromotional display at mobile communication device 130. For example, insome implementations, the display content for the first portion mayinclude content that causes mobile communication device 130 to displaypromotional content 112 in the first state. Likewise, the displaycontent for the second portion may include content that causes mobilecommunication device 130 to display promotional content 112 in thesecond state.

In some implementations, the generated promotional content 112 mayinclude an input associated with the second state. For example, theinput may include, but is not limited to, a landing page link such as auniform resource locator link to an advertiser's website and/or otherinput that when selected causes additional processes to be executed inrelation to promotional content 112.

In some implementations, the generated promotional content 112 mayinclude one or more transition instructions that cause promotionalcontent 112 to transition from one state to another state. For example,when executed the transition instructions may cause display content forthe first state to transition to display content for the second state.The transition instructions may include, but is not limited to,JAVASCRIPT, HTML5, and/or other instructions that cause display contentto transition from one state to another state.

In some implementations, processing system 120 may be coupled to orinclude content server 126. Processing system 120 may communicate thegenerated promotional content 112 to content server 126 for storageand/or later retrieval. Although illustrated in FIG. 1 as a singleserver, content server 126 may include a plurality of content servers aswould be appreciated.

In some implementations, different portions of promotional content 112includes metadata or other indications that identify different portionsof promotional content 112 to be displayed during different states. Inother words, when received from content design interface 110,promotional content 112 includes one or more indications that a firstportion of promotional content 112 is to be displayed during the firststate and a second portion of promotional content 112 is to be displayedduring the second state.

In other implementations, processing system 120 may determine differentstates of promotional content 112. In other words, processing system 120may determine which portions of promotional content 112 is to bedisplayed during different states of promotional content 112 withoutthese indications. For example, processing system 120 may decide whichportions of promotional content 112 to display during the first, second,and/or other states of promotional content 112 even when the promotervia content design interface 110 has not identified different portionsof promotional content 112. In some implementations, the decision may bebased on different types for different portions of promotional content112. For example, a portion of promotional content 112 may include textwhile another portion of promotional content 112 may include hyperlinksto a website. Processing system 120 may decide to cause text portions ofpromotional content 112 to be displayed during the first state andhyperlink portions of promotional content 112 to be displayed during thesecond state.

According to various implementations of the invention, processing system120 may receive a request from mobile communication device 130. Therequest may be related to one or more query terms for a search, anemail, a gaming application, a website, and/or other request. Based onthe request, processing system 120 may identify promotional content 112to be displayed at mobile communication device 130.

In some implementations, processing system 120 may determine whetherpromotional content 112 is to be displayed according to differentstates. In some implementations, this determination is made based onwhether promotional content 112 indicates other otherwise includesmetadata that indicates different portions of promotional content 112 isto be displayed based on different states.

In some implementations, this determination is made based on a type ofmobile communication device 130 where promotional content 112 is to bedisplayed. For example, because mobile devices having touch screens maybe more prone to accidental user inputs such as clicks, processingsystem 120 may determine that promotional content 112 is to be displayedaccording to different states based on the type of device wherepromotional content 112 is to be displayed.

In some implementations, processing system 120 may communicatepromotional content 112 and/or instructions for displaying promotionalcontent 112 to mobile communication device 130, where promotionalcontent 112 is displayed and an interest in promotional content 112 isdetermined based on different states of promotional content 112.

In some implementations, processing system 120 may receive an indicationof interest in promotional content 112 from mobile communication device130. For example, upon receipt of a second input related to a secondportion of promotional content 112 displayed when in the second state,mobile communication device 130 may indicate an interest by the operatorin promotional content 112. Processing system 120 may process theindication of interest according to known techniques to accuratelycharge advertisers, refine identification of suitable promotionalcontent, and/or perform other analysis related to interest inpromotional content.

According to various implementations of the invention, processing system120 may include a processor 122, a memory 124, and/or other componentsthat facilitate the functions of processing system 120 described herein.In some implementations, processor 122 includes one or more processorsconfigured to perform various functions of processing system 120. Insome implementations, memory 124 includes one or more tangible (i.e.,non-transitory) and/or transitory computer readable media. Memory 124may include one or more instructions that when executed by processor 122configures processor 122 to perform the functions of processing system120. In some implementations, memory 124 includes one or instructionsstored on tangible computer readable media that when executed at aremote device, such as mobile communication device 130, cause the remotedevice to display promotional content 112 as described herein. In otherwords, memory 124 may include instructions that cause functionaloperations of the different states of promotional content 112 to beexecuted at mobile communication device 130.

FIG. 2 is a data flow diagram 200 illustrating process relationships insystem 100 for determining an interest in promotional content 112displayed at mobile communication device 130, according to variousimplementations of the invention. The various processing operationsand/or data flows depicted in FIG. 2 (and in the other drawing figures)are described in greater detail herein. The described operations for aflow diagram may be accomplished using some or all of the systemcomponents described in detail above and, in some implementations,various operations may be performed in different sequences. According tovarious implementations of the invention, additional operations may beperformed along with some or all of the operations shown in the depictedflow diagrams. In yet other implementations, one or more operations maybe performed simultaneously. Accordingly, the operations as illustrated(and described in greater detail below) are examples by nature and, assuch, should not be viewed as limiting.

According to various implementations of the invention, in an operation210, promotional content 112 may be designed at content design interface110 in order to promote goods and/or services. For example, usingcontent design interface 110, a user such as an advertiser may design orotherwise input content in various formats in order to designpromotional content 112 to be displayed at mobile communication device130. The various formats may include text, image, video, audio, and/orother format suitable to be displayed at an end user device such asmobile communication device 130.

In some implementations, the user of content design interface 110 mayidentify different portions of promotional content 112 that is“activated” (i.e., made selectable) according to different states. Forexample, the user may specify that a first portion of promotionalcontent 112 is to be active in a first state while a second portion ofpromotional content 112 is to be inactive in the first state. The usermay specify that the first portion is to be inactive in a second stateand the second portion is to be active in the second state. In thismanner, a recipient of promotional content 112 may select the firstportion while being unable to select the second portion when promotionalcontent 112 is in the first state and may select the second portionwhile being unable to select the first portion when promotional content112 is in the second state.

Processing system 120 may receive different portions of promotionalcontent 112 designed using content design interface 110. In someimplementations, processing system 120 may generate promotional content112 based on the received portions. In some implementations, processingsystem 120 may store promotional content 112 for retrieval at anappropriate time. In some implementations, processing system 120 storespromotional content 112 using one or content servers such as contentserver 126, which is coupled to or is included in processing system 120.

In an operation 220, processing system 120 may receive a request frommobile communication device 130. The request may be related to anapplication or other process executing at mobile communication device130. In some implementations, the request includes one or more searchterms from an operator 202 of mobile communication device 130 enteredinto a search engine. The search engine may be a web-based search engineand/or a search engine that searches a hard drive or other component ofmobile communication device 130. In some implementations, the request isrelated to an application such as a gaming or other application beingdisplayed at mobile communication device 130. For example, the requestmay include a login to an online gaming application accessed usingmobile communication device 130. In some implementations, the requestmay include location information that indicates a geographic location ofmobile communication device 130. Other types of requests related toapplications and/or processes executing at mobile communication device130 may be received by processing system 120 as would be appreciated.

In an operation 222, promotional content 112 to be delivered to mobilecommunication device 130 is identified and/or generated as describedabove with respect to FIG. 1. In some implementations, theidentification is based on the request from mobile communication device130. For example, processing system 120 may identify promotional content112 related to: search terms entered by the operator of mobilecommunication device 130 (such as florist advertisements when the usersearches for “online flowers”; a gaming application being played byoperator 202 (such as promotional content related to other gamingapplications or upgrades to the gaming application being played); thelocation of mobile communication device 130 (such as advertisements fromretailers within walking distance of mobile communication device 130);and/or other content related to the request from mobile communicationdevice 130.

In operation 222, processing system 120 may communicate promotionalcontent 112 to mobile communication device 130. Promotional content 112may be communicated to mobile communication device 130 in the form ofinstructions or other data that is processed at mobile communicationdevice 130 to display promotional content 112.

In some implementations, promotional content 112 is in a native formatthat is particular to an operating system of mobile communication device130 such as a form space included with the operating system. Forexample, processing system 120 may generate promotional content 112 in aformat that uses operating system objects in a form space of mobilecommunication device 130 so that promotional content 112 has a“look-and-feel” of graphical objects from the particular operatingsystem.

In some implementations, the display content for promotional content 112(in various states) is in a format such as HTML that is generalized tobe processed by different types of devices. For example, the HTML may beincluded within a webpage being viewed using mobile communication device130. The webpage may include reserved portions for advertisements orother promotions so that when displayed the webpage includes the displaycontent for promotional content 112 in HTML (or other format) fromprocessing system 120. In some implementations, the transitioninstructions include commands such as JAVASCRIPT that cause promotionalcontent 112 to transition from one state to another state withoutotherwise altering processes at mobile communication device 130. In someimplementations, the transition instructions include open standards ofdynamic content such as HTML5 so that proprietary formats areunnecessary to transition promotional content 112 from one state toanother state without otherwise altering processes at mobilecommunication device 130.

Upon receipt of promotional content 112 (i.e., display content for thefirst state and display content for the second state), mobilecommunication device 130 may display promotional content 112 accordingto different states in an operation 230. The initial display ofpromotional content 112 may be defaulted to a particular state or beindicated to start at a particular state. For example, when initiallydisplaying promotional content 112 in operation 230, mobilecommunication device 130 may do so by displaying the first state bydefault unless otherwise indicated by processing system 120. In someimplementations, when displayed in the first state, a first portion ofpromotional content 112 may be selected by operator 202 while the secondportion of promotional content 112 may not be selected by operator 202.

In an operation 232, mobile communication device 130 may receive a firstinput related to the first portion when promotional content 112 is inthe first state. For example, operator 202 may have selected the firstportion of promotional content 112 by clicking or otherwise indicatingselection of the first portion using mobile communication device 130.The first input related to the first portion may include a selectionsuch as a click, shake or other movement of mobile communication device112, verbal command and/or other indication that indicates an interestin the first portion.

In some implementations, the first input causes mobile communicationdevice 130 to transition promotional content 112 to the second state.Accordingly, in an operation 234, mobile communication device 130 maydisplay promotional content 112 in the second state. For example, thefirst input related to the first portion by operator 202 transitionspromotional content 112 to the second state thereby activating thesecond portion so that the second portion may become selectable.

In an operation 236, mobile communication device 130 may receive asecond input related to the second portion when promotional content 112is in the second state. Similar to the first input as described above,the second input may be a selection or other indication of an interestin the second portion.

In some implementations, upon receipt of the second input related to thesecond portion, mobile communication device 130 indicates an interest inpromotional content 112. In some implementations, mobile communicationdevice 130 may communicate the interest to processing server 120 in anoperation 226 so that processing server 120 may process or otherwisestore the indication of interest.

In some implementations, in an operation 238, mobile communicationdevice 130 displays a third state of promotional content 112. The thirdstate may include a display of additional portions of promotionalcontent 112 or other information or action related to promotionalcontent 112.

In some implementations, the third state of promotional content 112 maynot display portions of promotional content 112. For example, the thirdstate of promotional content 112 may include causing mobilecommunication device 130 to perform an action other than displayingportions of promotional content 112 such as open a new window to anadvertiser's website.

In some implementations (not illustrated in FIG. 2), a second input isnot received by mobile communication device 130. In theseimplementations, operator 202 may have accidentally entered the firstinput, may have intentionally entered the first input but is notinterested in promotional content 112 after viewing the second portion,or otherwise is not interested in entering the second input to proceedfurther with promotional content 112. In some implementations,promotional content 112 may transition from the second state to thefirst state. In some implementations, the transition from the secondstate to the first state occurs without user intervention such as, butnot limited to, via a timeout function. In some implementations, thetransition from the second state back to the first state occurs withuser intervention such as selection of, by operator 202, a “close”button or other input object displayed in association with the secondstate, a user input at mobile communication device 130 unrelated topromotional content 112, and/or other actions by operator 202 thatindicates no further interest in promotional content 112.

Although described in FIG. 2 as communicating promotional content 112 inresponse to a request, promotional content 112 may be communicated tomobile communication device 130 at different times to be stored atmobile communication device 130 for display at appropriate times. Forexample, various types and/or numbers of promotional content 112 may becommunicated to mobile communication device 130, which may storepromotional content 112 for display at a later time. In this instance,mobile communication device 130 may determine whether and/or when toretrieve promotional content 112 stored locally (at mobile communicationdevice 130) as would be appreciated.

FIG. 3 is a block diagram illustrating promotional content 112 beingdisplayed at a mobile communication device 130, according to variousimplementations of the invention. According to various implementationsof the invention, mobile communication device 130 includes, forinstance, a processor 302, a memory 304, a form space 306, a scriptspace 308, and a device display 310. In some implementations, processor302 may include one or more processors that cause device display 310 toreceive and display promotional content 112. In some implementations,memory 304 stores promotional content 112 received from processingsystem 120. In some implementations, mobile communication device 130includes a form space 306 that is used to render forms (such asgraphical interface objects with which an operator of mobilecommunication device 130 may interact). In some implementations, mobilecommunication device 130 includes script space 308, which includesinterpreters and/or compilers for executing scripting and/or executableinstructions. Device display 310 may include various displays andinterfaces common among mobile communication devices such as mobilecellular devices. For example, device display 310 may include a touchscreen display, a liquid crystal display, a organic light emitting diodedisplay, and other displays.

According to various implementations of the invention, device display310 displays display object 312 (illustrated in FIG. 3 as displayobjects 312A, 312B, and 312N) and promotional display 320, whichdisplays display content for different states of promotional content112. Display object 312 includes text, graphics, and/or other objectsthat are displayed by an application or other process executing atmobile communication device 130.

In some implementations, promotional display 320 is displayed alongsidedisplay object 312 within the same graphical user interface. Forexample, device display 310 may display a website having various webcontent displayed as display object 312. Promotional display 320 may bedisplayed alongside the web content in the website. In another example,device display 310 may be displaying a gaming application havinggraphical objects displayed as display object 312. In this example,promotional display 320 may be placed within the gaming screen.

In some implementations, promotional display 320 is displayed apart fromthe graphical user interface that displays display object 312. Forexample, when display object 312 is part of a website displayed bydevice display 310 using a web browser, promotional display 320 may bedisplayed adjacent to but separate from the web browser/website.

In the foregoing examples, because the operator of mobile communicationdevice 130 interacts with the website or gaming application in theforegoing examples using device display 320, accidental selection ofpromotional display 320 may be common and disrupt the operator'sinteraction with device display 310 using conventional promotionaldisplays. By causing mobile communication device 130 to display andreceive indications of interest in promotional content 112 according todifferent states (where one state may activate another state withoutindicating interest), more accurate indications of interest as well asless frequent interruptions to interactions with device display 310 maybe achieved.

In some implementations, promotional display 320 occupies a predefinedarea within device display 310. In other words, promotional display 320may have a fixed area within device display 310 that does not changewhen transitioning from one state of promotional content 112 to anotherstate of promotional content 112. For example, promotional display 320may have a shape such as a rectangle, square, or other shape that doesnot change (i.e., does not substantially change) when promotionalcontent 112 transitions between states. In these implementations, anaccidental selection of promotional display 320 by the operator ofmobile communication device 130 does not change or otherwise alter theoverall area in which promotional display 320 occupies within devicedisplay 310.

FIG. 4 is a state transition diagram illustrating different states 402,404, and 406 of promotional content 112, according to variousimplementations of the invention. In some implementations, first state402 of promotional content 112 transitions to second state 404 when afirst input related to promotional content 112 in first state 402 isreceived. For example, a user may click on promotional display 320 whenthe first portion of promotional content 112 is being displayed in firststate 402.

In some implementations, when a second user input is received whenpromotional content 112 is in second state 404, promotional content 112may transition to third state 406. For example, the user may click on acall-to-action button displayed while promotional content 112 is insecond state 404. Third state 406 may include further actions such ascausing a web browser to display a website of an advertiser, displayinga confirmation or cancel dialog, displaying a click-to-call input,displaying a click-to-buy input, displaying a send short message servicemessage input, displaying a save coupon input, or otherwise performingan action related to the call-to-action. After one or more actions ofthird state 406 is performed (such as causing the advertiser website toopen), promotional content 112 may refresh first state 402. In otherwords, promotional content 112 may revert to first state 402.

In some implementations, when a second user input related to secondstate 404 is not received, promotional content 112 may transition tofirst state 402. In some implementations, second user input related tosecond state 404 is “not received” when the second user input is notreceived within a predefined timeout period. In some implementations,second user input related to second state 404 is “not received” when anoperator of mobile communication device 130 interacts with a graphicalor other object of mobile communication device 130 that is unrelated topromotional content 112 in second state 404. For example, the operatormay have accidentally clicked on promotional content 112 in first state402, causing a transition to second state 404. In some implementations,the operator may simply ignore promotional content 112 in second state404 until after the timeout period, thereby causing promotional content112 to transition to first state 402 and causing no further interruptionto processes at mobile communication device 130. In otherimplementations, the operator may continue other activities unrelated topromotional content 112 such as by clicking a form field in a web formunrelated to promotional content 112, which may then cause promotionalcontent 112 to transition to first state 402.

FIGS. 5A, 5B, 5C, and 5D are block diagrams illustrating transition fromone state of promotional content 112 to another state of promotionalcontent 112, according to various implementations of the invention.

FIG. 5A illustrates promotional display 320 that displays promotionalcontent 112 in a first state 500A, according to various implementationsof the invention. In some implementations, promotional display 320 mayinclude a body 502A that includes promotional content 112 (notillustrated in FIG. 5A), and a tab 504A. In some implementations, when afirst input related to promotional content 112 in first state 500A isreceived, such as when a user clicks or otherwise selects any regionwithin promotional display 302, tab 504A may slide in a directionillustrated by arrow 506, thereby resulting in second state 500Billustrated in FIG. 5B. Referring to FIG. 5B, promotional display 320displays promotional content 112 in second state 500B in body 502B. Insome implementations, portions of promotional content 112 displayed inbody 502B may be different from portions of promotional content 112displayed in body 502A. Thus, different portions of promotional content112 may be displayed according to the state of promotional content 112.In some implementations, tab 504B may slide in a second directionillustrated by arrow 508 substantially opposite the directionillustrated by arrow 506, thereby resulting in first state 500Aillustrated in FIG. 5A. In some implementations, as tab 504B slides indirection 508, the second portion becomes hidden as the first portionbecomes visible.

FIGS. 5C and 5D illustrate different orientations in which body 502(illustrated in FIGS. 5C and 5D as body 502C and 502D, respectively) ispositioned with respect to tab 504 FIGS. 5C and 5D as body 504C and504D, respectively). In some implementations, when a first input relatedto promotional content 112 in first state 500C is received, such as whena user clicks or otherwise selects any region within promotional display302, tab 504C may slide in a direction illustrated by arrow 510, therebyresulting in second state 500D illustrated in FIG. 5D. In someimplementations, tab 504D may slide in a direction illustrated by arrow512 substantially opposite the direction illustrated by arrow 510,thereby resulting in first state 500C illustrated in FIG. 5A.

The sliding actions described in the examples above are illustrativeonly. Various implementations not illustrated in FIGS. 5A, 5B, 5C, and5D may be used as would be appreciated. In some implementations,multiple states of promotional content 112 revealed by multiple slidingactions may be displayed within promotional display 320. For example,multiple tabs 504 may each correspond to different states such thatclicking on one state causes another state to appear by a sliding actionof the corresponding tab 504. This process may continue until themultiple states are exhausted. Any one of the plurality of states mayinclude a call-to-action or other action that indicates interest inpromotional content 112. In some implementations, tab 504 may not bevisibly displayed and is illustrated herein for purposes of explanation.

In some implementations, transition from one state to another state mayinclude other actions such as fade-in/fade-out, instant transitions(i.e., substantially sudden transition with no intermediate effects),and/or other transition effects. In some implementations, first portionsof promotional content 112 and second portions of promotional content112 are displayed simultaneously, with first portions being selectableand second portions being non-selectable in the first state and thefirst portions being non-selectable and second portions being selectablein the second state. In these implementations, for example, a userclicking on the first portions when promotional content is in the firststate activates the second portions so that the second portions becomeselectable and the first portions become non-selectable (even thoughboth portions are simultaneously displayed in promotional display 320).

FIG. 6A is a block diagram illustrating promotional content 112 in firststate 500A, according to various implementations of the invention. Insome implementations, body 502A includes a first portion of promotionalcontent 112 that includes content in text format (or other formats). Insome implementations, the first portion is visible while the secondportion (illustrated in FIG. 6B) is hidden. In some implementations,because first state 500A is typically the initial state of promotionalcontent 112, the first portion includes scent of information that mayperform different functions. In some implementations, the scent ofinformation may draw an initial interest from a recipient such as anoperator of mobile communication device 130 to continue with promotionalcontent 112. In some implementations, the scent of information mayinclude a description of promotional content 112 that describes “what isto come” if the first portion is selected. In the example illustrated byFIG. 6A, for example, the scent of information describes that byselecting promotional content 112, promotional display 320 will progresstoward a goal of achieving “Eyeglasses $7.” In some implementations, tab504A may include a logo or other information (illustrated in FIG. 6A asthe letter “g”) that indicates a provider of promotional content 112 sothat the recipient may trust or otherwise know the provider ofpromotional content 112. Here, “provider” does not indicate theadvertiser or other marketer but rather the entity that stores andserves up promotional content 112 on behalf of the advertiser. In someimplementations, as described above, promotional display 320 maytransition from the first state to the second state by moving tab 504Ain a direction indicated by arrow 506. In some implementations, as tab504A slides along direction 506, the first portion becomes hidden as thesecond portion becomes visible.

In some implementations, the transition may occur without interruptingany process (such as an application) executing on mobile communicationdevice 130. In some implementations, promotional content 112 and/orcommunication device 130 may include instructions that cause promotionalcontent 112 to transition from one state to another state withoutotherwise altering processes at mobile communication device 130. Forexample, the instructions may include scripting instructions such asJAVASCRIPT, open standards of dynamic content such as HTML5 so thatproprietary formats are unnecessary, proprietary formats used to animategraphics, and/or other instructions that can cause promotional content112 to transition between states without otherwise altering processes atmobile communication device 130.

In these implementations, the first input, while causing the transitionfrom the first state to the second state, may not affect other processesat mobile communication device 130. For example, a user operating mobilecommunication device 130 may be presented with promotional content 112in the first state within an application such as an Internet browser.The user may accidentally select promotional content 112 in the firststate, causing promotional content 112 to transition to the second statewhile not otherwise affecting the application. The user may ignore, notrealize promotional content 112 was selected while in the first state,and/or otherwise not select promotional content 112 while in the secondstate. Because the transition from the first state to the second statemay not affect other processes of mobile communication device 130, theuser may continue interacting with the web application as if promotionalcontent 112 was not accidentally selected. In this case, a determinationof interest in promotional content 112 is not made.

FIG. 6B is a block diagram illustrating promotional content 112 in asecond state 500B, according to various implementations of theinvention. In some implementations, body 502B includes a second portionof promotional content 112 that includes content in text format (orother formats). In some implementations, the second portion is differentfrom the first portion. In some implementations, body 502B displayssecond state 500B with information that identifies the provider ofpromotional content 112 (illustrated in FIG. 6B as the text “Ads by g”).In some implementations, body 502B includes an edit command that enablesthe recipient of promotional content 112 to edit preferences forpromotional display 320 (illustrated in FIG. 6B as the link “Editpreferences”). The edit command when selected may cause a webpage orother user interface to be displayed. For example, the webpage mayinclude, but is not limited to, a display of existingsettings/preferences, a description of each setting/preference, and/oreditable preferences that enable the recipient to adjust or otherwiseinput settings that control the behavior of promotional display 320 suchas indicating types of transition effects, which types of promotionalcontent 112 should be allowed, and/or edit other preferences. In someimplementations, editable preferences may include security/privacysettings that may be used to disable location-based services, clearbrowsing (or click-through) histories, and/or other settings that may beedited to adjust security/privacy settings associated with promotionalcontent 112.

In some implementations, body 502B may include a call-to-action button620 or other interface object that causes a process or action to beperformed in relation to promotional content 112. For example, selectionof the call-to-action button 620 may cause a website for a discounteyeglass provider to be displayed.

Thus, in some implementations, instead of immediately causing thewebsite for the discount eyeglass provider to be displayed, therecipient selects promotional content 112 while in first state 500A,causing the call-to-action button 620 to be displayed when promotionalcontent 112 is in second state 500B, then selects the call-to-actionbutton 620. In this manner, accidental selections of promotional content112 while in first state 500A, for example, does not interfere withother operations and/or processes at mobile communication device 130.

In some implementations, tab 504B includes an indication (illustrated inFIG. 6B as the characters “>>”) that second state 500B may be revertedto first state 500A. In these implementations, an operator of mobilecommunication device 130 may cause promotional display 320 to transitionfrom second state 500B to first state 500A while tab 504B slides in adirection indicated by arrow 508.

In some implementations, content displayed in body 502B whilepromotional content 112 is in second state 500B may include at least aportion of promotional content 112 displayed while in first state 500A.In other words, first state 500A and second state 500B may both displaythe same portion of promotional content 112.

The examples illustrated in FIGS. 6A and 6B are illustrative only. Firststate 500A and second state 500B of promotional content 112 may eachinclude other/alternative information as would be appreciated. Forexample, first state 500A and/or second state 500B may include buttons,graphics, or other objects associated with promotional content 112 nototherwise illustrated in FIGS. 6A and 6B.

FIG. 7 is a process diagram illustrating a process 700 for determiningan interest in promotional content displayed at a mobile communicationdevice, according to various implementations of the invention. In someimplementations, the example operations described below may beimplemented at the mobile communication device such as mobilecommunication device 130 using instructions stored at and communicatedfrom a remote device such as processing system 120 to the mobilecommunication device.

In an operation 702, promotional content (such as promotional content112) may be received. The promotional content may include a first stateand a second state. Depending on whether the promotional content is inthe first state or the second state, different portions of thepromotional content may be activated. In some implementations, while inthe first state, the first portion of the promotional content may bevisible while the second portion is hidden. In some implementations, thefirst portion and the second portion are each selectable only whenvisible.

In an operation 704, a promotional display (such as promotional display320) that includes the received promotional content may be generated anddisplayed. In some implementations, the promotional display defaults orotherwise initially displays the promotional content in the first state.

In an operation 706, the promotional content may transition to thesecond state upon receipt of input from an operator of the mobilecommunication device in relation to the first state. For example, theoperator may have clicked on promotional content while in the firststate, causing the promotional content to be transitioned to the secondstate. In some implementations, the transition to the second stateincludes making the first portion hidden while making the second portionvisible.

In an operation 708, if a second input from the operator in relation tothe second state is received, then an interest in the promotionalcontent may be indicated to the mobile communication device in anoperation 710. For example, the mobile communication device may beinformed that the operator is interested in the promotional contentbased on the received second input but not based on the first receivedinput. In other words, in some implementations, the mobile communicationdevice may determine that the operator is interested in the promotionalcontent only when the operator has selected the promotional content atleast twice (a first time when the promotional content is in the firststate and a second time when the promotional content is in the secondstate). In some implementations, the interest may cause the mobilecommunication device to display further information related to thepromotional content, such as causing a website of the advertiser orother marketer that created the promotional content to open. In someimplementations, the interest may cause the mobile communication deviceto communicate the interest to a remove device such as processing system120.

Returning to operation 708, if a second input from the operator inrelation to the second state is not received, then processing may returnto an operation 704, wherein the promotional content is displayed in thefirst state.

FIG. 8 is a process diagram illustrating a process 800 for reducingfalse positive interest in promotional content displayed at a mobilecommunication device, according to various implementations of theinvention.

In an operation 802, different portions of promotional content (such asfirst and second portions of promotional content 112) may be received.In an operation 804, a first state of promotional content and a secondstate of promotional content may be determined. In some implementations,the first and second states may be determined based on information inputby a promoter such as an advertiser. In other words, the advertiser mayspecifically indicate the first portion and/or the second portion. Insome implementations, the first and second portions are automaticallydetermined based on analyzing the promotional content. According tovarious implementations of the invention, depending on whether thepromotional content is in the first state or the second state, differentportions of the promotional content may be activated. In someimplementations, while in the first state, the first portion of thepromotional content may be visible while the second portion is hidden.In some implementations, the first portion and the second portion areeach selectable only when visible.

In some implementations, the promotional content may transition to thesecond state upon receipt of input from an operator of the mobilecommunication device in relation to the first state. For example, theoperator may have clicked on promotional content while in the firststate, causing the promotional content to be transitioned to the secondstate. In some implementations, the transition to the second stateincludes making the first portion hidden while making the second portionvisible.

In an operation 806, promotional content that includes display contentfor the first portion of promotional content, display content for thesecond portion of promotional content, and a landing page linkassociated with the display content for the second portion may begenerated. In some implementations, the display content for the firststate may be displayed by default before the display content for thesecond state when rendered at a mobile communication device.

In some implementations, the promotional content may include transitioninstructions that cause an interest in the promotional content to beindicated upon receipt of a user input in relation to the second state.

In some implementations, the transition instructions may cause displaycontent for the second state to transition back to display content forthe first state when the user input in relation to the second state isnot received.

In an operation 808, the promotional content may be communicated to themobile communication device. The mobile communication device may displaythe promotional content via a promotional display of the mobilecommunication device.

Implementations of the invention may be made in hardware, firmware,software, or any suitable combination thereof. Implementations of theinvention may also be implemented as instructions stored on a machinereadable medium, which may be read and executed by one or moreprocessors. A tangible machine-readable medium may include any tangible,non-transitory, mechanism for storing or transmitting information in aform readable by a machine (e.g., a computing device). For example, atangible machine-readable storage medium may include read only memory,random access memory, magnetic disk storage media, optical storagemedia, flash memory devices, and other tangible storage media.Intangible machine-readable transmission media may include intangibleforms of propagated signals, such as carrier waves, infrared signals,digital signals, and other intangible transmission media. Further,firmware, software, routines, or instructions may be described in theabove disclosure in terms of specific exemplary implementations of theinvention, and performing certain actions. However, it will be apparentthat such descriptions are merely for convenience and that such actionsin fact result from computing devices, processors, controllers, or otherdevices executing the firmware, software, routines, or instructions.

Implementations of the invention may be described as including aparticular feature, structure, or characteristic, but every aspect orimplementation may not necessarily include the particular feature,structure, or characteristic. Further, when a particular feature,structure, or characteristic is described in connection with an aspector implementation, it will be understood that such feature, structure,or characteristic may be included in connection with otherimplementations, whether or not explicitly described. Thus, variouschanges and modifications may be made to the provided descriptionwithout departing from the scope or spirit of the invention. As such,the specification and drawings should be regarded as exemplary only, andthe scope of the invention to be determined solely by the appendedclaims.

What is claimed is:
 1. A method comprising: receiving promotionalcontent to be displayed at a mobile communication device, wherein thepromotional content includes a first portion of promotional content anda second portion of promotional content, the first portion visible andthe second portion hidden in a first state during an unlockedoperational mode of the device, the second portion visible and the firstportion hidden in a second state during an unlocked operational mode ofthe device, and wherein each of the first portion and the second portionselectable by a user only when visible and not selectable when hidden;generating a promotional display that includes the promotional contentin the first state, wherein the first portion is visible within thepromotional display and the second portion is hidden within thepromotional display; upon receipt of a first input from the user withinthe first portion of the promotional content itself, transitioning fromthe first state to the second state, wherein the first portion becomeshidden and the second portion becomes visible; transitioning from thesecond state to the first state upon failing to receive a second inputfrom the user within the second portion of the promotional contentitself during an elapsed predefined timeout period; and upon receipt ofthe second input from the user within the second portion of thepromotional content itself and during the elapsed predefined timeoutperiod, indicating an interest in the promotional content to the mobilecommunication device, in response to the indication of interest at themobile communication device, transitioning the promotional display fromthe second state to a third state, wherein the third state includesdisplaying one or more of: a webview, a landing page, and a thirdportion of the promotional content wherein the said transitioning fromthe second state to the first state occurs without user interventionwhile the mobile communication device is in an unlocked operationalmode, wherein said transitioning from the first state to the secondstate includes a first sliding action along a first direction.
 2. Themethod of claim 1, wherein the first portion includes information thatindicates content that is to be displayed after the first input isreceived.
 3. The method of claim 1, wherein the promotional displayoccupies a fixed area within a screen space of the mobile communicationdevice, and wherein the first portion and the second portion are thesame size and each occupy substantially the same fixed area when eachportion is visible.
 4. The method of claim 1, wherein the saidtransitioning from the second state to the first state occurs when auser interaction with the mobile communication device is made that isunrelated to the promotional display.
 5. The method of claim 1, whereinsaid transitioning from the second state to the first state includes asecond sliding action along a second direction opposite the firstdirection.
 6. The method of claim 1, wherein the first input is aninadvertent input.
 7. The method of claim 1, said transitioning from thefirst state to the second state and from the second state to the firststate including transitioning instructions that cause said transitionwithout launching or causing an application or process to be altered orinterrupted apart from the process implemented by the transitioninginstructions.
 8. A method comprising: receiving promotional content tobe displayed at a mobile communication device, wherein the promotionalcontent includes a first state and a second state; generating a firstpromotional display that includes the promotional content in the firststate, the first promotional display having an amount of space on ascreen of the device; upon receipt of a first input from a user withinan area of the promotional content in the first state, transitioningfrom the promotional content in the first state to the promotionalcontent in the second state to provide a second promotional display onthe screen having the same amount of space as the first promotionaldisplay, wherein the first promotional display and the secondpromotional display each occupy the same amount of space withinsubstantially a fixed area of space on the screen; upon receipt of asecond input from the user within a predefined timeout period and withinthe area of the promotional content in the second state, indicating aninterest in the promotional display at the mobile communication device;in response to the indication of interest in the promotional display,transitioning the promotional display to a third state, wherein thethird state includes displaying one or more of: a webview, a landingpage, and a third promotional display; upon a failure to receive thesecond input from the user within the predefined time period and withinthe area of the promotional content in the second state, transitioningfrom the second promotional display back to the first promotionaldisplay; and upon receipt of the second input from the user within acontent area other than the promotional content area in the secondstate, transitioning from the second promotional display back to thefirst promotional display wherein the said transitioning from the secondstate to the first state occurs without user intervention while themobile communication device is in an unlocked operational mode, whereinsaid transitioning from the first state to the second state includes afirst sliding action along a first direction.
 9. A tangible,non-transitory computer readable medium having stored thereoninstructions for determining interest in promotional content displayedat a mobile communication device, the instructions when executed at themobile communication device configuring the mobile communication deviceto: receive promotional content to be displayed at the mobilecommunication device, wherein the promotional content includes a firstportion of promotional content and a second portion of promotionalcontent both configured for display on the mobile communication devicewhile said device is in an unlocked, operational mode, the first portionvisible and the second portion hidden in a first state, the secondportion visible and the first portion hidden in a second state, andwherein each of the first portion and the second portion occupying acommon area on a screen of the device and respectively selectable by auser only when said first portion or second portion is visible to theuser on the screen and not selectable when hidden; generate apromotional display that includes the promotional content in the firststate, wherein the first portion is visible within the promotionaldisplay and the second portion is hidden within the promotional display;upon receipt of a first input from the user within the first portion ofthe promotional content itself, transition from the first state to thesecond state, wherein the first portion becomes hidden and the secondportion becomes visible; upon failing to receive a second input from theuser within the second portion of the promotional content itself,transition from the second state to the first state; and upon receipt ofthe second input from the user in relation to the second portion,indicate an interest in the promotional content to the mobilecommunication device; wherein the instructions further configure themobile communication device to initiate a timer responsive to receipt ofthe first input and subsequently transition from the second state to thefirst state responsive to failure to receive the second input from theuser during a predefined timeout period measured by the timer; theinstructions when executed further cause the mobile communication deviceto: in response to the indication of interest at the mobilecommunication device, transition the promotional display from the secondstate to a third state; wherein the third state includes display of oneor more of: a webview, a landing page, and a third portion of thepromotional content, wherein the said transition from the second stateto the first state occurs without user intervention while the mobilecommunication device is an unlocked operational mode wherein saidtransition from the first state to the second state includes a firstsliding action along a first direction.
 10. The computer readable mediumof claim 9, wherein the first portion includes information thatindicates content that is to be displayed after the first input isreceived.
 11. The computer readable medium of claim 9, wherein the saidtransition from the second state to the first state occurs when a userinteraction with the mobile communication device is made that isunrelated to the promotional display.
 12. The computer readable mediumof claim 9, wherein said transition from the second state to the firststate includes a second sliding action along a second direction oppositethe first direction.
 13. The computer readable medium of claim 9,wherein the first input is an inadvertent input.
 14. The computerreadable medium of claim 9, the instructions when executed further causethe mobile communication device to: transition from the first state tothe second state and from the second state to the first state includingtransitioning instructions that cause said transition without launchingor causing an application or process to be altered or interrupted apartfrom the process implemented by the transitioning instructions.
 15. Atangible, non-transitory computer readable medium having instructionsstored thereon for reducing false positive selections of promotionalcontent displayed at a mobile communication device, the instructionswhen executed at a mobile communication device cause the mobilecommunication device to: receive promotional content to be displayed atthe mobile communication device in an unlocked operational state,wherein the promotional content includes a first unlocked operationalstate and a second unlocked operational state; generate a promotionaldisplay that includes the promotional content in the first state; uponreceipt of a first input from a user within an area of the promotionalcontent in the first state, transition from the promotional content inthe first state to the promotional content in the second state; uponreceipt of a second input from the user within a predefined timeoutperiod and within the area of the promotional content in the secondstate, indicate an interest in the promotional display at the mobilecommunication device; in response to the indication of interest in thepromotional display, transition the promotional display to a thirdstate, wherein the third state includes displaying one or more of: awebview, a landing page, and a third promotional display; upon a failureto receive a second input from the user within the predefined timeperiod and within the area of the promotional content in the secondstate, transition from the promotion content in the second state back tothe first state; and upon receipt of a second input from the user withina content area other than the promotional content area in the secondstate, transition from the second state to the first state, wherein thesaid transitioning from the second state to the first state occurswithout user intervention while the mobile communication device is in anunlocked operational mode, wherein said transitioning from the firststate to the second state includes a first sliding action along a firstdirection.
 16. A method comprising: receiving a first portion ofpromotional content and a second portion of promotional content to bedisplayed at a mobile communication device while the device is in anunlocked operational mode; determining a first state of promotionalcontent and a second state of promotional content each having a commonsize when displayed on the mobile communication device, the firstportion visible and the second portion hidden in the first state, thesecond portion visible and the first portion hidden in the second state,and each of the first portion and the second portion selectable by auser only when visible and not selectable when hidden; generatingpromotional content that includes display content for the first state,display content for the second state, and a landing page link associatedwith the display content for the second state; communicating thepromotional content to the mobile communication device; generating afirst promotional display on a screen of the mobile communication devicethat displays the first state of the promotional content; generating asecond promotional display on the screen that displays the second stateof the promotional content responsive to a first user input within anarea of the first promotional display; and transitioning back to thefirst promotional display on the screen upon a failure to receive thesecond input from the user within the predefined time period and withinthe area of the second promotional display; and transitioning from thesecond promotional display to a third state when receiving a user inputwithin the predefined time period and within the area of the secondpromotional display; wherein the third state includes displaying one ormore of: a webview, a landing page, and a third portion of thepromotional content, wherein the said transitioning from the secondstate to the first state occurs without user intervention while themobile communication device is in an unlocked operational mode, whereinthe one or more transition instructions cause transition from the firststate to the second state in a first sliding action along a firstdirection.
 17. The method of claim 16, wherein the first portionincludes information that indicates content that is to be displayedafter the first input is received.
 18. The method of claim 16, whereinthe promotional content further includes one or more transitioninstructions that cause transition of the promotional content from onestate to another state.
 19. The method of claim 18, wherein the one ormore transition instructions cause transition from the second state tothe first state in a second sliding action along a second directionopposite the first direction.